Winner 2019 / Typography / Typefaces

Always Designing For People

  • Prize
    Winner in Typefaces / Typography
  • Company
    Havas New York
  • Designer
    Ali Madad
  • Design Team
    Natalie Krick, Gonzalo Asuncion, Jin Yoon, Jung Kim, Nouf Aljowaysir, Sungwoo Bang, Soojin Park, Chester Jenkins

The rapidly evolving world of work inspired and drove ADP, a legacy B2B HR company to undergo a comprehensive brand transformation. We set about to demonstrate their new ethos through a dynamic design system: a bespoke variable typeface, refreshed palette, fluid grids and turned to machine variable typeface, refreshed palette, fluid grid and turned to machine learning to augment and stylize imagery — making data a visible element in their brand visual identity system.